Brands are embracing travel nostalgia in their marketing during COVID-19
Trend - As consumers are advised to avoid all non-essential travel during the COVID-19 pandemic, brands are looking to supplement the excitement of leaving the country through global flavors and travel-themed marketing.
Insight - The government-imposed COVID-19 health and safety measures have placed strict restrictions on consumer lifestyles and as the pandemic continues, many are starting to experience nostalgia for some of the activities that they could enjoy frivolously prior to the outbreak. In this space, individuals are looking to make the best of the situation and are increasingly receptive to novelty items as such products bring them some enjoyment through reminiscence.
Insight - The government-imposed COVID-19 health and safety measures have placed strict restrictions on consumer lifestyles and as the pandemic continues, many are starting to experience nostalgia for some of the activities that they could enjoy frivolously prior to the outbreak. In this space, individuals are looking to make the best of the situation and are increasingly receptive to novelty items as such products bring them some enjoyment through reminiscence.
Workshop Question - How can your brand harness pre-pandemic consumer nostalgia in its marketing?
Trend Themes
1. Travel Nostalgia Marketing - Brands are utilizing global flavors and travel-themed marketing to supplement the excitement of leaving the country during the pandemic.
2. Virtual Travel Experience - Brands are offering virtual travel experiences like travel-themed backgrounds and QR code labels to transport people outdoors, and virtually transport people to some of Italy's most popular tour destinations.
3. Globally Inspired Products - Brands are creating globally inspired products like IKEA's Vacations in a Box and Haribo's Passport Mix, aimed at satisfying wanderlust and evoking the feel of a relaxing tropical getaway.
Industry Implications
1. Candy Industry - The candy industry can create new globally inspired flavors and designs that encapsulate the essence of various destinations to satisfy wanderlust and travel nostalgia.
2. Travel Industry - The travel industry can benefit from offering virtual travel experiences like travel-themed backgrounds and QR code labels to transport people outdoors, and virtually transport people to some of the world's most popular tour destinations.
3. Home Decor Industry - The home decor industry can create globally inspired vacation boxes and accent items that evoke the feel of a relaxing tropical getaway or the charm of romantic Parisian candlelit dinners.
